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Greater than the sum of its parts

This paper outlines an analytic program developed internally at Microsoft to drive greater insight on the return on investment of the $1+ billion marketing budget, resulting in a fundamental shift in planning and budgeting for marketing across the...

Catalogue: Congress 2017: Visionary
Authors: Kishore Krishna, Michele Garner
November 7, 2017
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Citation

Krishna and Garner (2017a, November 07). Greater than the sum of its parts. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/greater-than-the-sum-of-its-parts